Study shows farmers are tech-savvy

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Kansas City, Mo.—Many large-scale farmers are tech-savvy, according to the newly released “Agriculture New Media Usage Study,” conducted by marketing communications agency Nicholson Kovac.

The study found that 62% of large crop growers have sent or received text messages during the previous year.

The study was based on 250 completed personal phone interviews conducted in May. Forty-seven percent of respondents said they spend five or more hours per week online; 85% said they visit Web sites related to their farm operations.

“We know that growers, especially larger operators, are fairly tech-savvy, but nothing exists that we are aware of that validates and confirms their use of new media and social media tools,” Sheree Johnson, senior VP-director of media services at Nicholson Kovac, said in a statement.

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